TechStyle turns digital retail model upside down with Fabletics

TechStyle, the online fashion retailer, has gleaned several advantages from taking its successful Fabletics activewear brand into brick-and-mortar retail stores.

It's hardly a surprise that TechStyle Fashion Group, which has four online shoe and clothing brands, is a big believer in ecommerce for women's fashion.

In fact, Adam Goldenberg, TechStyle's co-CEO, told the Shop.org Conference in Los Angeles that it operates with a "fundamental belief that, today, brands should be built online."

Yet, in the last two years, TechStyle has opened 22 brick-and-mortar stores for its most successful brand – namely, Fabletics, a women's activewear line it co-founded with actress/fitness guru Kate Hudson.

Goldenberg explained the apparent contradiction by referencing the marketing role that TechStyle sees for retail in its...

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